YT YouTube2Text

YouTube2Text → Transcripts → Give Me 14 Minutes and I'll Make You Dangerously Good at Marketing

Give Me 14 Minutes and I'll Make You Dangerously Good at Marketing — Transcript

by Vishen · 2,486 words · 382 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00This is the single biggest marketing
0:01mistake that experts are making. And
0:03when you understand this, you're going
0:05to be able to make a massive leap in
0:07your sales. And it has [music] to do
0:09with the Gillette razor. This is the
0:11Gillette Fusion 5 ProGlide. It's a
0:13ridiculously expensive razor, but the
0:15reason I still buy these ridiculously
0:17overpriced razors is because I'm afraid
0:19that if I buy a non-Fusion 5,
0:22non-ProGlide
0:23razor,
0:24I might nick myself and be found dead,
0:28naked, bleeding on my bathroom floor,
0:30all because I was too cheap to buy this.
0:33[music] Gillette is one of the most
0:35brilliant marketing companies in the
0:37world. But what they've done is actually
0:40a model established by a copywriter
0:43called Eugene Schwartz in his book
0:45Breakthrough Advertising. My god, once
0:48you see this model, you're going to
0:50understand why you might be selling the
0:54wrong feature to the wrong audience.
1:00My name's Vishen Lakhiani, and I've
1:01helped build up over a hundred personal
1:03growth brands. Mindvalley, Wildfit,
1:05Lifebook, huge personal brands like Jim
1:08Kwik, Marisa Peer, Regan Hillyer, my own
1:10brand at up my peak doing over a hundred
1:13million in revenue. And I'm going to
1:14show you what we can learn from Eugene
1:17Schwartz, market sophistication, and
1:20razor blades to instantly correct your
1:23marketing. Now, here's what's strange.
1:25In 1903, Gillette's whole pitch was
1:28basically two words, "Shave yourself."
1:31Check out this old ad. You don't need a
1:32barber anymore. You see, back then, men
1:35had to go to other men called barbers to
1:37get shaved. Gillette's claim, "You don't
1:39need a barber anymore. Just shave
1:41yourself." And more than a hundred years
1:43later, they ran one of the most talked
1:45about ads they've ever made, and there
1:47is no razor in it. Same company, same
1:50basic product. Check out the new ad.
1:54>> Bullying.
1:54>> The Me Too movement against sexual
1:56harassment.
1:56>> masculinity.
1:58>> Is this the best a man can get?
2:01>> [music]
2:03[cheering]
2:04>> Is it?
2:08Because the boys watching today
2:12will be the men of tomorrow.
2:16>> Notice, it's all about masculinity,
2:20nothing about razors.
2:22Two different ads, over 100 years apart.
2:25What happened in advertising? See, what
2:27happened in between is a pattern every
2:30market goes through in five levels. And
2:33if you sell anything, you need to know
2:35which level your market is at before you
2:37write a single word. Because if your
2:40headline is written for the wrong level,
2:42it doesn't matter how good the product
2:44is. Nobody gives a damn.
2:47Every single product goes through five
2:49levels of what Eugene Schwartz calls
2:52market sophistication.
2:55Now, observe the evolution of the
2:56Gillette ad, and this is going to start
2:58becoming clear to you. This, my friends,
3:01is one of the biggest marketing lessons
3:02I've ever learned. When a product first
3:04reaches a market, that's level one. The
3:06product is new and nobody else is saying
3:08it. You lead with the product's benefit.
3:10So, Gillette's early ads were simple,
3:13"Shave yourself." You don't need to say
3:15anything else. But then, something
3:17happens.
3:18People started copying Gillette. Soon,
3:21razors that you could use at home were
3:23everywhere. Other competitors had it.
3:26So, Gillette, rather than just lead with
3:28a single benefit, had to move to level
3:31two. One benefit isn't going to make you
3:33stand out, you need to stack different
3:35benefits. So, Gillette was no longer
3:37about shaving yourself. The ads looked
3:39like this. Notice this ad, it was "Shave
3:41yourself and be good-looking, so you
3:43find a different mate and can produce
3:45children, you ruffian." And that worked.
3:48Right until everyone started copying
3:51that, too. Another copying could take 5
3:53years, could take 10 years. It depends.
3:55It's market sophistication. As the
3:57market gets more sophisticated on the
3:59idea of the razor, you stack two
4:03benefits. But at a certain point, you
4:05hit level three. At level three, people
4:07understand the benefits of the razor.
4:09Shave yourself at home.
4:11Look pretty. Look handsome. Find a mate.
4:14Now, something different happens.
4:17Companies that still talk about just
4:20shaving yourself and looking good don't
4:23get sales because duh, it's obvious.
4:26Level three is when you bring in a
4:28unique invention. Eugene Schwartz called
4:30this a mechanism. Now, for Gillette,
4:33check out this ad and tell me if you can
4:35detect the mechanism. This ad
4:37brilliantly articulates the mechanism.
4:39It's a baby shaving. See, Gillette
4:42invented the safety razor. No more
4:44blood. Shave yourself, look good, don't
4:47cut your face up.
4:50This is level three. When everyone else
4:52has the benefit, the benefit stops being
4:54new. You now come up with a mechanism.
4:58Now, this happened in cars as well. Cup
5:00holders. Cup holders was a mechanism.
5:03Sounds simple, but the first car that
5:06introduced the cup holder, it was novel.
5:08It grabbed attention. Now, every car has
5:11a cup holder. When I get in an Uber and
5:13it doesn't have a cup holder,
5:15I am so pissed because I always travel
5:17with my portable cup of coffee. Cup
5:19holders become a mechanism that gets
5:21copied everywhere. And safety razors got
5:25copied too. This is when you hit level
5:28four. Level four is when it's not just
5:31about a mechanism, it's about multiple
5:33mechanisms. And this is where things get
5:35little ridiculous. Everybody now has a
5:37safety razor, so you start competing by
5:40stacking mechanisms. And that's how you
5:42end up with the Gillette Fusion ProGlide
5:45with self-lubricating strips with shiny
5:49grip handles, with aloe vera fragrance,
5:53with a back scratcher.
5:55It gets ridiculous. And this is where
5:57the race gets silly. So silly that it's
6:00laughable. In 2012, a guy named Michael
6:03Dubin put out this video.
6:05>> And do you like spending $20 a month on
6:07brand name razors? 19 go to Roger
6:09Federer.
6:10I'm going to tennis. And do you think
6:13your razor needs a vibrating handle, a
6:15flashlight, a back scratcher, and 10
6:17blades? Your handsome ass grandfather
6:20had one blade and polio.
6:23Looking good, pop up.
6:25We are dollarshaveclub.com
6:27and the party is on.
6:34>> [music]
6:39>> Literally mocking Gillette. He took a
6:41simple idea,
6:42razors by mail, cheaper than Gillette,
6:44and turned it into Dollar Shave Club, a
6:45billion-dollar company. And notice what
6:47he didn't do. He didn't join the blade
6:49race. He made fun of it.
6:52His mechanism was humor.
6:54Michael Dubin was actually bringing in
6:55stage five. Stage five is all about
6:59emotion. He led a rebellion against the
7:01overpriced Gillette razors, and Dollar
7:03Shave Club went on to become a
7:05billion-dollar company.
7:06You see, after everyone is playing with
7:08mechanisms, something else happens.
7:12Stacking on different mechanisms starts
7:15becoming pointless. This is why no one
7:17here can probably understand what a
7:19Fusion 5 ProGlide is. I still don't
7:22know, but I'm paying big bucks for it.
7:24And this is why Gillette hit back with
7:27stage five type marketing, which is all
7:30about emotion. It launched its ad on
7:33masculinity. It reminded the world about
7:36its history. Eventually, Gillette came
7:39back. It crushed Dollar Shave Club.
7:41Dollar Shave Club
7:43as cheap as the product was, simply
7:45couldn't compete. They didn't have the
7:48uh the supply lines, they didn't have
7:49the history, and frankly the marketing
7:52budget of Gillette. Let's look at this
7:54from the perspective of cars. Every car
7:56now has a cup holder. Every car has four
7:58wheels and a steering wheel and
7:59navigation. Nobody buys a car because it
8:02has a steering wheel. Cars are now sold
8:04at level five. It's about emotion. This
8:07is why car ads tap into your identity.
8:11The Volvo, its identity is I care about
8:14my family. I want them to be safe. The
8:16BMW, the ultimate driving machine. Level
8:18one tells you what a product does.
8:20Level five doesn't mention the product
8:22at all or hardly. It tells you who you
8:26are when you buy it. Now, here's the
8:28good news. Unless you're selling razors
8:30or laptops or cars, you almost certainly
8:32don't need to think worry about level
8:34five. But you probably need level three
8:36or four. And I bet a lot of you are
8:38still writing at level one. The simple
8:40change you can make is to swap your
8:43headline and your sub headline. And this
8:45is what Eugene Schwartz suggest. I want
8:47to show you the first Mindvalley
8:48website. This is 2003. So, here's the
8:50rules tonight. Write this down. In an
8:52early market, the benefit is your
8:54headline, the mechanism is your sub
8:56headline. That's level one and two. But
8:58when you get to a crowded market, level
9:00three or four, you flip it. You lead
9:02with the mechanism and the benefit goes
9:04underneath. So, let's look at meditation
9:06as an example. In the early days of
9:09meditation, which was roughly 2003 to
9:11around 2010, you would start any
9:14meditation product with the benefit.
9:16That's why our early website says, "Why
9:18do some people stumble and crawl while
9:19others have it all?" This headline
9:21crushed it for me. But this headline
9:23worked in the early days of meditation.
9:26Below, we mention the mechanism, Silva
9:28Ultramind, the process refined for
9:30decades by Jose Silva. But today, we
9:32flip it around. We start with Silva
9:35Ultramind because everybody knows about
9:36the benefits of meditation. It's been
9:38sold and sold and sold. It's now
9:40obvious. You start with the mechanism.
9:43Why is this meditation tool different?
9:46Sound technology, binaural beats, a
9:48special sequence, and then you lead with
9:50the benefits. By getting this, you
9:53alleviate stress, you create clarity of
9:55thinking, you sleep better, and so on.
9:57Why do we keep buying ProGlide when we
9:59can't tell you what it is? Because in a
10:02level four market, the name of the
10:03mechanism is the reason we trust it. We
10:06don't need to understand it. We just
10:08need to believe that there's a how.
10:10There's a unique edge. There's an
10:11innovation. And that is exactly what
10:14your headline is meant to do. So, let's
10:16take a real category and run it through
10:18all five. Let's look at leadership
10:20coaching. Maybe the late '90s. What
10:22would happen is that you would start
10:24with the benefit, become a better
10:26leader, and then below that you might
10:28have a mechanism with name of person's
10:31patented leadership coaching
10:33methodology. Okay? That's a typical '90s
10:36ad. But as more and more competitors
10:37come in for leadership coaching, there's
10:39at least a thousand leadership coaching
10:40organizations right now, you swap. The
10:43headline should lead with the mechanism.
10:47The headline should be, and I'm just
10:49pulling this out of the air, okay? As an
10:51example.
10:52Become a leader who scales your
10:54organization with AI using the Impact
11:00Method of AI-enabled leadership. Did you
11:03see that? There were multiple mechanisms
11:05in there, because that's level four.
11:06Impact Method, AI. And then the benefit
11:10below might be a sub-headline that says,
11:12"Get more out of your people. Become a
11:14sought-after leader." Right? Simple. So,
11:18you can apply this to pretty much any
11:21field. Most of you are at level three or
11:22four, but you are selling at level one.
11:25You're leading with the benefit, not the
11:26mechanism. And that's a big reason why
11:29you're not getting any sales. You're
11:31bringing a knife to a gunfight. Now,
11:34don't bring the benefit into the battle.
11:36I need you to bring the mechanism. You
11:38need your mechanism, you need a name for
11:40it, you need a brandable idea. And I
11:42want to say one more thing because you
11:44wouldn't believe how many authors I see
11:46get this wrong. They've written a good
11:48book or built a good program and it
11:49doesn't sell. And the obvious conclusion
11:52is that something's wrong with their
11:53work. A lot of time, the work is fine.
11:56The headline was written for a market
11:57that has already moved on and that's a
11:59much easier thing to fix. You don't need
12:02a new product, you need to find out what
12:04your people have already heard. So,
12:06here's what I want you to do. Take the
12:08headline you're using right now on your
12:10website, your book, your sales page,
12:12whatever people see first and write it
12:14in four ways. Level one, the simple
12:16benefit. Level two, a second benefit on
12:18top. Level three, your mechanism with a
12:20name. Level four, your mechanism with
12:22everything stacked on it. Four lines,
12:25you can skip five. Then ask one
12:27question. How many other people are
12:30already promising my benefit? If it's a
12:32handful, you can stay at one or two. If
12:36it's a thousand, wow, you belong at
12:38stage three or four. And I want you to
12:39put two numbers in the comments, the
12:41level your market is at and the level
12:43your headline is written at, like four
12:45and one.
12:46If these two numbers don't match, you've
12:48just found out why your sales might be
12:50stuck. Gillette has been selling the
12:52same basic thing for over a hundred
12:54years, a sharp edge on a handle. What
12:57changed was what the people listening
12:58had already heard. So, before you write
13:00your next word, find out what your
13:02people have already heard. Now, to make
13:04this easy for you, I created a simple AI
13:07skill that you can put in your Claude or
13:10ChatGPT,
13:11give it your webpage, and it'll run an
13:13analysis for you. This is what that
13:15skill looks like and this is an output
13:17of the skill. I'm going to give you this
13:19skill. All you got to do to get access
13:21to the skill is subscribe to this
13:23channel and then go to the link in the
13:26description and sign up for my email
13:30newsletter. That's it. We send out one
13:33to two fascinating videos every single
13:35week to help you become better at being
13:37an expert and authority. You're going to
13:39get the skill. Thank you for joining.
13:41Now, I also want you to hit subscribe
13:42and sign up because I'm going to be
13:44releasing a new video and the new video
13:46is going to cover this. Let's say you
13:49identify that you need a mechanism. How
13:51do you find the right name? You see,
13:53there was a science that Gillette used
13:56to come up with the word Fusion 5 and
13:58ProGlide. Okay, it's called phraseology.
14:01It's a naming technique. I've used
14:03phraseology to create best-selling
14:05books. For example, my meditation
14:08process is called the Six Phase
14:10Meditation. It's not called meditation
14:13or morning meditation, it's called Six
14:15Phases. There's a curiosity that is
14:17aroused. You want to understand what are
14:19the Six Phases? All of this is part of
14:22naming and phraseology, a very important
14:25skill that experts need to learn.
14:27And our next video is going to cover
14:29just that. I've been doing this for 22
14:31years. I've built up so many brands and
14:33right now, I'm just really excited about
14:35sharing this knowledge with the rest of
14:36you because the world needs more people
14:39spreading enlightened ideas.

About this transcript

This page contains the full transcript of Give Me 14 Minutes and I'll Make You Dangerously Good at Marketing by Vishen, generated from the public captions YouTube serves with the video. The transcript has 2,486 words across 382 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to translate the transcript into 100+ languages.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, translation to 100+ languages, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.